Over the next few weeks, Twitch will be rolling out a new type of interactive video ad. These Multiplayer Ads are interactive videos that viewers can participate in. While most people roll their eyes or go do something else while the ad plays, Multiplayer Ads reward the streamer the more you watch. For viewers who want to support their favorite creators, it offers a new way of participating that actually feels like you’re helping contribute.
📢 We're excited to introduce a new ads format called Multiplayer Ads! Creators can run these ads which will:
• Count toward disabling pre-rolls
• Result in Twitch awarded Bits to the Creator based on poll interaction
— Twitch Support (@TwitchSupport) November 17, 2020
Watching an ad this way is a shared experience, where all viewers watch the same ad and can vote together in a real-time poll. Every time a viewer votes, Twitch rewards the streamer with Bits. The more viewers mean the more voters, and more votes mean more Bits. These Bits are paid out from Twitch, not fans, so viewers don’t need to worry if they can’t support their favorite streamers.
Twitch is supporting streamers without hurting viewers
In a time where fans may not be able to support their favorite streamers monetarily. This new form of ad allows viewers to contribute. While a lot of people are struggling with a worldwide pandemic, spending money on their favorite otherwise free entertainment can help feel like they are contributing.
Multiplayer Ads are currently in beta, meaning streamers must manually run the ad from the Creator Dashboard. Once the ad finishes, a poll will be created and votes will be tallied. Turbo and subscribed viewers may not see these ads and won’t be able to participate in polls. These ads won’t be taking over Twitch right away, as there is a limited number of ads streamers can run.
Twitch hasn’t had the best track record when working with ads lately. Mid-roll ads force fans to watch a targeted ad if the streamer has not manually run one recently. The announcement and implementation were largely criticized and even mocked by members of the community. While viewers with Turbo or subscribers were not subject to the mid-roll ads, they are still a bad look for a platform looking to increase ad revenue.